marmot Brand Assessment
BRAND IDENTITY heritage Born in 1974. From Santa Rosa, CA, I was created by two students who wanted to design mountaineering gear.
offering I offer a sense of the future with an emphasis on performance.
audience My audience consist of consumer who love the ourdoors. Durability and performance are the features that they seek.
benefits I pride myself in the production of top of the line goods. This means that our products are made to last without losing fashion.
personality I am active and adventurous. I have a strong sense of competition and represent youth.
values I believe that people with active lifestyles should have the best equipment.
vision My mission is to provide people with the best equipment for all adventurous outdoor pursuits.
COMPANY PROFILE AMERICAN OUTDOOR GOODS FOUNDED: 1971 HISTORY WITH GORE-TEX SUBSIDIARY OF JARDEN KNOWN FOR DURABILITY
VENDOR COMPLIANCE POLICY All of Marmot’s Vendor Partners are held to the high standards of behavior and social responsibility. These are based on internationally accepted standards of conduct and the laws and regulations applicable to the country in which its merchandise is produced.
LIVE PLUCK POLICY Marmot does not use down provided by “live pluck” operations. Only down provided after geese have been harvested for food is used. Vendors are required to certify that they are complying with animal rights policy.
COMPETITORS/ CERTIFICATION LABELS
internal label
3rd party certifications
suggested certifications
The Aspirational DAVID GIBBONS
AGE 28
MARITAL STATUS Single
RESIDENCE Denver, Colorado
OCCUPATION Brewer
INCOME $60,000
GOALS Start a family Spend time with dog, lucy Eat healthier Engage environmental community
BEHAVIORS Rides bike to work Active lifecycle performance over fashion Tech savvy
The Advocates JON AND MIMI COLE
AGE 63 + 69
MARITAL STATUS Married
RESIDENCE Raleigh, NC
OCCUPATION Retired
INCOME -
GOALS Travel more Birdwatching Meeting new people/cultures Train for marathons
BEHAVIORS Sell honey at local markets Use a ride share program Repair things when they break Very community oriented Compost at home
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STRATEGY CANVAS
Marmot
HIGH
LOW
Sustainability SWOT • Launching Recycle/Re-purpose Product Line
• Community Involvement • End of Life Programs
• • • • •
• Transparency/Annual Report
Buy Back Programs Annual Report Extending Vendor Compliance Standards Implement Training Committee Build Community Social Awareness/Participation
act
prioritize • Green Washing • Product Lifecycle Ignorance
• Durability • Advertising (Sponsorships) • Performance • Vendor Compliance Policy • Bi-Product Down from Food Industry
S W 0
• Recycling Programs • Gore-Tex Partnership • • • •
Recycled Polyester Re-purposing Materials More Bluesign Activity Environmental Compliance
• Transparency • Sustainable Clothing Options • No Internal Manufacturing
T
CHALLENGES / TRENDS
• More expensive Materials/Processes Competing outdoor companies • Energy/Waste/Toxicity/Audits • Company image • Assumption that “durability” subs as sustainable responsibility
• Breaking consumer habits
• End of Life Programs
• Keeping Price Range Appropriate • Extending compliance standards
• Clear Annual Report • Recycled Polyester (PET) • Down Jacket Source
AUDIO Challenge
Aspects
Upstream Production of Waterproof Bags and Backpacks
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Emissions from Energy Use
l ca i em ity Ch xic To
Commutes
Product Maintenance Transportation to Consumer
Issues
Opportunities
CARBON CONSTRAINTS/ CHARGES
Promoting Responsible Use
Consumer Displeasure
Reducing Transportation
Transportation of Material/Product
Quantity of Waste Generated
Excess Advertising Material
Form of Management
Excess Production Material
Optimization of Materials
Packaging
Water Consumption and Runoff
Waterproof Testing
Loss of Material Cost Environmental Impacts
Re-purpose of Packaging +BIODEGRADABILITY RECYCLING/TAKE BACK PROGRAMS Waste Mining Material Reuse
Washing Clothing
Management of Waste Water
Minimized Landscaping Waterless Dyeing Processes Exposure to More Efficient Product Care/Washing
Species Extinction
Awareness
Land/Material Constraints
Habitat/Material Renewal Programs
USE OF LEFTOVER DOWN
Decrease of Materials
Symbiosis with Nature in Facilities
Type Consumed
Depletion of Energy Sources
Amount Consumed
Effects of Fossil Fuels
Building Ecosystems and Awareness
Energy Source
Rising Cost of Waste Disposal
Improving all Facilities
Availability
Consumption of Raw Materials
Energy Consumption (Transportation)
Durability
Manufacturing of Textiles
Use of Raw and Mined Materials in Production
Energy Consumption (Production)
Disposal of Packaging
Sanitary Purposes
Land Use
Working Conditions
l ia c y So uit eq
Paper consumption
Downstream
RENEWABLE ENERGY USE
Product Use Causing Ecological Damage
Energy Use for Care/ Maintenance of Products
TRANSPORTATION USE (PRODUCTS, COMMUTE)
Rising Cost of Energy Sources and Taxation Efficiency
Wages
Equal Opportunity for Employment
Non-Discriminatory Advertising
COMPANY IMAGE
Marketing?
Factory Safety
Retail Job Opportunity
Human Rights Violations
Equal Opportunity
Gentrification
Use of Chemicals/Dyes
USE OF CHEMICALS IN PRODUCTION
Employee Exposure
Discharge of Chemicals
User Safety
Employee Exposure
Renewable Energy Dependence Promotion of Responsible Maintenance Alternative Transportation Modes
Equalize Employment Implement Social Benefit Programs in Affected Communities Cultural Awareness and Expansion
Reducing Toxins
Consumer Exposure
Auditing for Discharge
End of Life Impacts
Health Insurance Liability
EXPLORING NEW WATERPROOFING METHODS Optimizing Quality of Organic Materials
ABCD ASSESS • Use down feather process as an example
• Monitoring Vendor Compliance Standards • Find new venues for materials recycling • Conduct product Life Cycle Analyses
BRIDGE
• Organizing a commitee • Strengthen monitor of material production
CREATE
• Launching recycle/ repurposed line • Comprehensive annual reports
• Educate consumers through retail/online efforts • Build communit of mindful consumers/producers/manfucaturing...etc.
• Buy-Back Programs • Online Used Clothing Resale Interface • Extending Vendor Compliance Standards • Community Involvement Events
DIFFUSE
• Internal material/ manufacturing database for design • Consistent community feeback/participation
• Establish a Trained Sustainability Commitee
SOCIAL CHANGE EVENT
IN PERSPECTIVE 16,800 TONS OF CO2
= I MONTH OF EMISSIONS FROM GLOBAL TEXTILE INDUSTRY
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SAVANNAH, GEORGIA RUBBER WAREHOUSE FIRE Photo by Tristan Ewald: www.behance.net/tewaldesign
Survey Information 52 Participants awareness of waste
45%
of participants recognized that water related activities accounted for the most wasteful daily activites.
16 participants identified water-related activities (showering, washing clothing, etc.) 13 identified driving or car emissions. 7 identified electricity-related activities (watching tv, air-conditioning, etc.)
36% 45% 19%
14
Brand Loyalty
Buying Habits
Nike (13) Levi’s (7) J Crew (6) Gap (5) Banana Republic (5)
42%
seasonally
purchasing secondhand clothing: 7% weekly 17% monthly 42% seasonally 23% annually
Males are more brand loyal
42%
purchasing new clothing:
seasonally
17% monthly 42% seasonally 31% annually
Laundry Habits 15% few times a week 27% once a week. 42% once every two weeks. 11% once a month.
Clothing Disposal Habits 56% give to someone they know
42%
38% repurpose or mend
once every 2 weeks
25% sell to consignment shop 15% throw away
5% < once a month.
Almost all donate to secondhand stores
Outdoor Activities Hiking - Biking - Walking
54% engage in an
outdoor activity daily
48% get outside at least several times a week 33% get outside at least once a week
online Surveys A person owns
6 outdoor jackets
on average
Monthly